Consumer Behavior

My interviewee, a recent purchase for a product that cost under $5 is a medium hot latte coffee from the on campus Starbucks. Thirst, the basic human need, is the core motivation that drives her to purchase. As hot latte is not the only choice for a person who attempts to resolve his or her thirst and alternatives such as a bottle of water, or other drinks all can fulfill her basic need, she sees more benefit in the hot latte. Thus, internal and external factors that influence Gloria’s decision are explored and analyzed in this report. Dunkin Donuts is another on campus retailer which provides hot latte. The reason for she took Starbucks’ hot latte over Dunkin Donuts’ is that Starbuck locates nearer to the student parking lot. Buying product in a closer location is a human nature because consumers always seeking for convenience. In that case, she’d rather buy cold drinks than Dunkin Donut’s hot latte. Besides pursuing for the better taste of Starbuck’s coffee, Gloria prefers Starbucks’ servicescape. The retailer atmosphere is beautifully created by relax music and coffee odor. In addition, she likes Starbucks’ service more due to its well trained crews. She feels welcomed. Therefore, to Gloria, Starbucks satisfies her both on its utilitarian value and hedonic value.
Based on the response that she would immediately refer to Starbucks when coffee is mentioned, Starbucks is really successful on its branding. Firstly, widely spread stores contribute to Starbucks’ high exposure rate, which reinforce consumers’ cognition and familiarity to the brand. Then, by providing a relatively elegant retail environment, Starbucks is attempting on building its beyond-average-charming brand personality. Therefore, Gloria feels Starbucks gives her a graceful temperament. Either viewing her personality correlate to Starbucks’ brand or expecting others see her as a graceful person, Gloria’s actual self image and ideal social self image lead her decision to purchase